UAE’S SOARING SPACE AMBITIONS
The UAE has made a grand entry in the space sector, with a 100-year vision to build a city on Mars by 2117. In just 5 years, it has launched 3 satellites into space, namely DubaiSat-1, DubaiSat-2 and the KhalifaSat, which was launched in 2018 and built entirely by Emirati engineers.
The space sector is becoming increasingly important to countries around the world, as the evolution of space technology brings with it the advancement of the telecommunications and broadcasting sector. It also opens a wider picture that can provide invaluable information regarding the Earth’s weather with this technology.
The UAE has made ambitious strides with the launch of its satellites. Named Al Amal, meaning Hope, the probe set off in July 2020 for a seven-month journey to reach Mars with a mission to study why oxygen and hydrogen have been escaping its atmosphere. Envisioned to mark the 50th anniversary of the UAE’s foundation with its arrival on Mars in 2021, the Al Amal probe is one of the strongest steps taken by the UAE to establish itself as a powerful space contender, as it moves from an oil-based to a knowledge-based economy.
The Emirates Nation Brand office - established at the start of the year to promote the country across the globe - has enlisted American comic Kevin Hart to launch an international campaign inspired by the country's latest and most ambitious space odyssey. The Mars Shot encouraged people to share their wildest dreams and, in keeping with the Emirates motto of 'Impossible is Possible'. Social media users got involved by posting a one-minute high-quality video to their Instagram accounts using #MarsShot.
The top three winners were announced on August 5 during a live streaming event hosted by superstar Kevin Hart who was joined by celebrity guest judges. The three winners are from different nationalities 1st -Reina Ozbay (American) , 2nd – Williamson Sintyl (Haitian) & 3rd – Dolly Aswani (Indian)
TikTok also launched hashtag challenge #HopeMarsMission calling on people in the UAE (and beyond) to express their love for the history-making mission and share what it personally means to them, through unique content.
Multiple brands used the Mars mission as an opportunity to connect with the country’s successful vision and show their support in this journey.